New research released by the Canadian Marketing Association (CMA) shows that Canadians’ views of online experiences are evolving, with a growing expectation for relevant advertising and offers.

As Privacy Awareness Week shines a spotlight on data protection, the CMA report, Consumer Expectations for Privacy and Relevance in a Data-Driven World, reveals that Canadians are increasingly comfortable with organizations using their personal information to improve customer experiences, provided proper safeguards are in place. This shift highlights the evolving relationship between consumers and businesses as consumers increasingly appreciate and expect to receive the benefits of data-driven marketing.

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Key findings from the report include:

• 73 per cent of Canadians prefer receiving digital ads relevant to their interests over generic, unrelated ads, a substantial increase of 12 per cent since 2023.
• 87 per cent of respondents are at least somewhat bothered when an organization sends them irrelevant information, up from 83 per cent in 2023.
• 47 per cent of Canadians agree that, given technology, it is unacceptable for an organization to send them irrelevant ads.
• A growing number of people lose trust in organizations that send irrelevant information, with 46 per cent in 2024 saying they lose trust “somewhat,” up from 27 per cent in 2023, and 30 per cent saying, “to a great extent.”
• 73 per cent are comfortable sharing their information in exchange for benefits such as special offers, discounts and enhanced shopping experiences.

“This research highlights the importance of achieving two key objectives: protecting consumer privacy and enabling digital innovation to meet consumers’ needs and expectations while ensuring Canadian businesses can compete,” said Alison Simpson, president and CEO of the CMA. “It is clear that consumers value and increasingly expect relevance and are willing to share information when they understand the benefits and trust that their data will be protected.”

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The report also sheds light on the potential consequences for organizations that fail to meet consumer expectations:

• 77 per cent of respondents are at least somewhat likely to switch brands if a company does not take adequate measures to protect their data.
• 75 per cent believe that stronger privacy laws would enhance their comfort in sharing data with businesses for marketing purposes, slightly up from 73 per cent in 2023.

“These findings underscore why the vast majority of businesses go to great efforts to protect their customers’ data,” Simpson added. “Organizations recognize that maintaining consumer trust through robust data protection and delivering relevant, personalized experiences is crucial in digital marketplace.”

The CMA has long championed responsible data practices and consumer protection, providing guidance to professional marketers and engaging with policymakers to ensure a regulatory environment that protects consumer privacy while fostering innovation and competitiveness.

The CMA report is based on a survey of 1,531 Canadian adults conducted by Sago, a global research and data firm, in November 2024.